A Business-Venture Approach to Green Building Programs

Dana Banks, Portland Energy Conservation, Inc.
Lorraine Katz, Portland General Electric

Keywords

Abstract

Green building programs touch on many areas of interest such as energy efficiency, water conservation, building materials and site use. These subjects, unified by the common theme of green building, can create multiple partnership opportunities for market participants. Since green building programs hold such wide appeal, program offerings are increasing. One program, Earth Advantage^TM, originally developed by Portland General Electric (PGE), has been adapted to be licensed to different market players in the utility and building industry. This paper provides an overview of the green building movement, describes the Earth Advantage residential new construction green building program and presents the Earth Advantage licensing offer.

Comprehensive green building programs are moving into the mainstream, particularly in the new construction market. Green building has evolved from its early beginnings as an alternative approach to a more comprehensive and legitimately supported movement around building design and construction. Current opinion about the best ways to promote the adoption of sustainable building practices is wide-ranging. However, most proponents are finding that one of the most successful strategies involves establishing relationships with a variety of market participants who embrace the common values and goals of environmental stewardship, a healthier environment, and the efficient use of energy and natural resources. Licensing an existing program presents a unique business-venture approach to extending the presence of green building in the market place. Those who are interested in enhancing the market presence of an existing program or rapidly introducing a new offer into their market may find this approach effective. It provides the potential to integrate the actions of a variety of green building partners. By leveraging and expanding these relationships a wider audience for green building can be reached increasing the opportunity to achieve significant energy and resource savings.